Increasing guest occupancy is one of the primary concerns for all hoteliers. The occupancy rate is the percentage of rooms in a hotel that are filled over a particular period. It is a sign that your hotel stands up against your competitors in the industry. The higher your hotel’s guest occupancy, the higher its revenue. A hotelier can assess the effectiveness of their hotel marketing strategies by analyzing the booking rate. Statistics show that the global hotel occupancy rate in September 2022 was 66%. This is an increase compared to the same month in 2020 and 2021. The low occupancy rate in 2020 was due to the global pandemic that seriously affected the hotel industry.

As the new year starts, you must come up with  effective hotel marketing strategies to attract potential guests and increase hotel occupancy whatever the season is. So how do you increase guest occupancy and maximize your profits throughout the year? Here are 7 practical marketing strategies that you can implement with your hotel staff.

7 Guaranteed Marketing Strategies to Raise Hotel Occupancy

1. Adjust Your Hotel Marketing Strategies During Low Demand Periods.

Adjust your hotel marketing strategies during times of low occupancy. Create a plan for different times of the year so your hotel will not be stuck with a drop in demand which can be avoided if given careful planning. For instance, you can come up with fun rainy-day staycation ideas to attract more guests to stay in your hotel. So instead of snuggling up at home in their beds during the cold, rainy season, hoteliers can invite customers to a luxurious experience while lazing on their comfortable linens and enjoying excellent services and in-room equipment amenities. To attract midweek guests, you can come up with hotel events such as midweek weddings for couples who prefer a more intimate celebration, a special one-day lecture on arts and crafts, or a mid-week break of poetry reading or yoga class. 

2. Create Special Promotions and Packages.

You can raise the value of your hotel by introducing special packages and promotions to your loyal customers and potential guests. Aside from giving additional value for the same price, this is one of the hotel marketing strategies that will set your business apart from its competitors. One way to do it is to bundle different services and amenities together. For example, add a special dinner with spa and massage services for guests who stay during mid-week if you have both a spa and restaurant in your hotel. Design your packages according to the occupancy period and guest type.

3. Encourage Repeat Guests.

It is much easier to market to guests who have previously stayed in your hotel, especially those with positive experiences. Data reveals that 80% of future revenue comes from 20% of existing customers. Client retention is important so take good care of your guests and provide them with excellent services to ensure they will return to your hotel. Hotel marketing strategies include staying connected with them even after their checkout. Keep a list of their emails so you can reach them if there are promotions and packages you want to share with them. Create a loyalty program for repeat customers so they can enjoy some perks as your hotel’s valuable clients.

4. Create Events for Specific Customers.

Hotel event planning includes coming up with special events that target specific groups of people. Creating the right event can draw in a crowd which can lead to an increase in hotel occupancy. Think of event hotel marketing strategies that are interesting for specific customers. These events can include the following:

• Retirees may be interested in attending a financial planning lecture with a reliable financial advisor as a speaker.
• K-pop enthusiasts can attend a meet and greet of their favorite Korean celebrity.
• Health and wellness aficionados can go to a fitness event graced by a famous gym expert.   
• Kids and teens can learn a cake or cookie decorating class from a pastry chef.
• Wine lovers can attend a class that teaches how to mix a few drinks.

5. Promote Your Hotel as a Group Destination.

Promote your hotel as a group destination for meetings and events. This is one of the effective hotel marketing strategies that can increase bookings. Events typically bring a large number of attendees who may want to stay in the hotel during and after the events. You can promote your venue on your hotel’s website and social media accounts, among others. Identify which meetings and events can suit your hotel and plan carefully how to promote your venue.

6. Manage Your Online Presence and Reputation.

Your online presence and reputation are important as they can help increase the bookings to your hotel. Guest reviews can make or break a hotel. Positive reviews and awards received can improve your credibility and influence potential guests to choose your hotel over the others. According to statistics on customer reviews, 86% of people are reluctant to do business with a company that has many negative customer reviews. Meanwhile, TripAdvisor reveals that 81% of people frequently or always read reviews before they book a hotel. Respond to feedback whether they are positive or negative but think carefully first before writing your reply. In case of bad reviews, one of the best hotel marketing strategies is to reply and assure the customers that the problems will be solved immediately to prevent them from happening again. Create a positive online presence by posting social media updates and positive guest experiences and reviews.

7. Utilize Contactless Check-In and Checkout.

Contactless check-in and checkout are hotel marketing strategies that you can implement. Through contactless check-in, you can collect your guests’ contact numbers and emails. These are useful when you send out special offers and foster strong customer relationships. Contactless checkout enables your guests to post online reviews or feedback about their experience while staying in your hotel. These technologies eliminate the process of queuing at the front desk.  

‍ALSO READ: How to Improve Accommodation Services and Get More Bookings

Increasing hotel occupancy is one of the major concerns of every hotelier. More bookings indicate that the hotel marketing strategies are being implemented very well. Good occupancy rates must be sustained throughout the year. Hotels can encounter few bookings during low and off seasons so having well-planned marketing strategies is essential to ensure continuous revenue.

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